By Al Ries and Laura Ries

First published by Harper Business 2000

Review by Martin Payne

There are many books on Internet branding so why should this one be any different? The most important point is that, unlike many, Al and Laura Ries approach Internet branding as if it does not exist in a vacuum. Many companies on the Web exist in the off-line world too. So use the same brand, others have developed Web-only operations. Some companies are looking to shift their entire business over to the Web and others view the medium simply as an additional communications channel. This book looks at this aspect and discusses the pros and cons of the different approaches.

The Ries's excellent book on the 22 Immutable Laws of Branding has shown that they are capable of distilling some key lessons into an easily manageable format that can be read and understood quickly. In addition they are able to make you think for yourself. You may not agree with everything. For instance, I disagree with the point that convergence will never happen. The simple PC is far from that and is an excellent example of a convergent device. The point that the Internet can be a business or an information is possibly a bit muddled although there is a clear point in that whatever is done over the Internet needs a clear and concise strategy. 

One area that this book addresses really well is the choice of a brand name for the Internet. The authors point out, quite rightly in my view, that the choice of a name is far more important on-line than off-line. In addition, they make the point that generic names may be the most expensive to purchase but the least effective as Internet brand names.

Whether you agree with the points or wish to debate them does not really matter. The main thing is that the book makes you think about your strategy so that you concise the different issues that the Ries's raise. As such the book is an invaluable guide to developing an on-line strategy as it provides indications of the different areas that should be considered and some arguments why certain approaches are better. This book could become an Internet marketing classic as it avoids the hype and focuses on defining on-line clarity and focus.

By Al Ries & Laura Ries

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